How Alibaba Group helped transform International Women's Day in China
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International Women’s Day has always been a well-known holiday in China. Women typically get a half-day off from work, and companies arrange special gifts for female staff. But the holiday was more focused on Chinese mothers and older women until companies–including online shopping giant Alibaba Group–stepped in and rebranded it as a shopping day. They often call it “Queen’s Day,” and they gave it a fresher edge that’s appealing to all women, including young, unmarried millennials. It’s about embracing your inner queen (and buying lots of stuff for yourself).
Brands sensed a change in the zeitgeist and an opportunity to shift the way a country of 1.4 billion people celebrates a holiday. Let’s back up and look at how they did it.
To start with, International Women’s Day has typically been referred to in Chinese as “March 8 Fu Nu Day,” with the term “Fu Nu” connoting a woman who is family-oriented and married with children.
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